About LA Gear

From its conception LA Gear seems to embody the “all about having fun”
lifestyle; founded by Lonnie Britton in 1979, to market and rent roller skates
in Venice Beach, LA Gear expanded into athletic footwear in the mid-80s, and
almost instantly became popular.

Although LA Gear marketed shoes to all ages and genders, their early commercials,
branding & marketing were centered all on young women. Unlike most high-top
shoes the early La Gear shoes’ eyelets stopped at the ankle; several pairs of
shoelaces were typically offered with these shoes, one almost always white and
the other a different color. Ever since then LA Gear has prided themselves in
adding little quirks and details to their sneakers. Making them stand out
amongst other brands.

LA Gear was also quick to catch up on trends and play into them, for
example: trends in the 80s dictated that the shoes were usually worn with
slouch socks a trend LA Gear exploited by making their own specific line of
slouch socks to be worn with their high-top sneakers, to further the
recognizability of the brand. LA Gear made their sneakers to be more and more
outrageous, girly and over the top, stretching the limits with each release and
yet staying oh-so fresh.

The line expanded in 1989, with La Gear adding other shoe lines. During
this time LA Gear began marketing shoes with a (unisex) flame design on the
sides which is still recognizable today. Another aspect of their expansion was
securing the endorsements of several sports icons of that time; NBA legends
Kareem Abdul Jabbar, Karl Malone, Hakeem Olajuwon and hockey star Wayne Gretzky
were some of the most famous athletes to endorse LA Gear. Unlike other athletic
shoe companies of the day La Gear was not averse to going outside of sports to
find endorsement contracts. One of the earliest celebrities to sign an
endorsement deal with the company was singer Belinda Carlisle, who was soon
followed by two of the most notable celebrities to endorse La Gear: Michael
Jackson and Paula Abdul.

LA Gear are dedicated to providing their consumers fashionable footwear
inspired by athletic trends, with comfort and innovation.

Selected Brands took over the distribution of LA Gear in the Nordic and
Baltic region in 2015.